Wang Xiaoxun Named “Ambassador for the Promotion of Chinese Agarwood Culture” by CCTV’s Heritage China

Ceremony Held in Haikou with International Media and Cultural Leaders in Attendance

Haikou, China – April 10, 2025 – Wang Xiaoxun, a nationally certified Senior Incense Ceremony Master and Senior Tea Evaluator, as well as Deputy Secretary-General of the Hainan Traditional Medicinal Incense Industry Association, has been honored as the “Ambassador for the Promotion of Chinese Agarwood Culture.” The title was jointly awarded by CCTV’s Heritage China program and the Chinese Intangible Cultural Heritage Transmission Project Committee.

The plaque unveiling ceremony was held today at the Hongyi Art Museum on Haidian Island, Haikou. The event drew guests from the cultural, media, and fragrance industries, including a delegation of international Chinese-language media professionals.

Kent Wu, President of the Las Vegas Chinese News, delivered a congratulatory speech at the event.

“Agarwood is not just a treasured part of Eastern heritage—it is a universal language of serenity and spiritual reflection,” said Wu. “Mr. Wang Xiaoxun’s dedication to promoting agarwood culture bridges East and West, bringing the beauty of Chinese tradition to global audiences.”

In his speech, Wang Xiaoxun emphasized the symbolic and cultural significance of agarwood:

“It is a fragrance born of adversity, shaped by time. Our mission is not to replicate the past, but to revitalize this heritage through meaningful integration with contemporary life.”

As ambassador, Wang announced a threefold cultural strategy: to preserve traditional knowledge through digital archives, to modernize expression via multimedia and immersive experiences, and to foster international exchange along the Belt and Road Initiative.

Wang is the founder of Benwo·Xiangjian, a cultural fragrance brand based in Haikou. The company specializes in traditional agarwood products including incense sticks, coils, powders, essential oils, and collaborative gift sets with institutions such as the Hongyi Art Museum and Dongpo Academy.

The Hongyi Art Museum, dedicated to the life and legacy of Master Hongyi (Li Shutong), served as a symbolic venue for the ceremony. Wang noted in his speech:

“Today, in the presence of Master Hongyi’s spirit, we inherit not only the fragrance of agarwood, but also the values of mindfulness, elegance, and cultural continuity.”

CCTV’s Heritage China has become a leading platform for the promotion of intangible cultural heritage since its launch. Through expert interviews, field documentaries, and cultural storytelling, it has brought traditional arts such as incense-making, embroidery, opera, and folk crafts into the public spotlight.

Wang Xiaoxun’s appointment as Cultural Ambassador underscores the growing international interest in traditional Chinese fragrance culture and signals a new chapter in the global journey of agarwood.